Marketing-modern business concept in agricultural production

Ovim radom nastojano je koncept marketinga proučiti na području poljoprivrede. Poljoprivreda je među najstarijim ljudskim djelatnostima i kako je ta djelatnost starija od bilo kojeg pisanog dokumenta nije moguće ustanoviti kad je ona nastala. Najprije su utvrđeni sami počeci poljoprivrednog razvoja i podjela poljoprivrede. Nakon toga ustanovljene su tri zemljopisne i klimatske cjeline: ravnica na sjeveru s kontinentalnom klimom, sredozemno priobalje na jugu i planinski prostor u središnjem dijelu. Raznoliki tipovi klime, reljefa i tla omogućuju proizvodnju širokog asortimana poljoprivrednih proizvoda, od ratarskih i industrijskih usjeva, do vinograda, kontinentalnog i mediteranskog voća i povrća.Proučavano je svjetsko tržište i njegov utjecaj na poljoprivrednu i prehrambenu industriju istočne Hrvatske i okvirna budućnost poljoprivrede. Uslijedilo je nešto o samom marketingu u poljoprivredi. Tu su opisani pojam marketinga, globalna ocjena marketinga, pojam potrošača i njegova važnost u provedbi marketinga, čimbenici koji ujedno uvjetuju i primjenu marketinškog programa, te nužnost marketinga u poljoprivredi.Obrađena je tema marketinga u proizvodnji hrane uključujući različitost teorijskih pristupa marketinga u proizvodnji hrane, Globalna analiza svjetskog tržišta i njegovog utjecaja na tržište hrane istočne Hrvatske, te uvoznu i izvoznu orijentiranost Hrvatske u području hrane kao i konkurentnost gospodarskih subjekata na području hrane. Istraženo je tržište vina, marketing strategije vina, izboru ambalaže za vino te nešto o različitim markama vina.The basic intention of this assignment was to put as close as possible the whole process of marketing in the field of agriculture. Agriculture is one of the oldest human activities, and because it is older than the any hand written document, it is hard to state when did it originate. First of all there were only the beginings of agricultural development and the division of agriculture. After that three climatic zones were established: lowland with continental zone on the north, coastal on the south and the field of mountains in the middle area. The production of a wide range of agricultural products, such as farming products, industrial crops, vineyards and different mediterrane fruits and vegetables is enabled by the different types of climate, relief and ground. After that, it is possible to see something about the world market and it's influence on the agricultural and food industry of the eastern Croatia, also as something about the agriculture's future. This is followed by some informations of agricultural marketing – marketing concept, the common marketing grade, concept of the consumer and it's importance in marketing functioning also as the agricultur's necessity of marketing. The food marketing with all the different theoritical statments has been elaborated, such as the common analysis of the world market and it's influence on the food market in eastern Croatia, the croatian ability of importing and exporting food products and the competition in the field of food. And in the end it is able to learn something about wine marketing. Croatia is famous for it's natural beauties. One of them is the ability to grow gorgeous fields of vineyards. So, it is not surprising that the country is able to produce such fine and quality wines. Here it is explored about wine markets, marketing strategys of producing good wine, the package of wine also as the different wine brands. After that there is something about general packaging